MediaGrowth Blog

Conversion-Centered Content Strategies

Mariah Obiedzinski

Sr. Director of Content Services, Stamats

The Effective Content Marketing Mindset

Mariah will be presenting Content Marketing strategies at MediaGrowth Summit 20/20. We asked her to share some of her thinking here:
 
MediaGrowth:
Would you give us an example of a strategy you use to make your marketing efforts more effective?
 
Mariah Obiedzinski:
To really be effective in our marketing, content and advertising and ultimately help our clients achieve their goals, B2B media companies have to put ourselves in their mindsets and in the mindsets of their customers.  This requires digging deep with our technology, asking the right questions and listening for the right cues in order to have the right focus. 
 
Businesspeople are only giving attention to things that impact them either right now or in the near future.  They’re not going to be super invested with our content unless we’re giving them helpful information that they are interested in at the moment.  So, at Stamats, we’re thinking about how to do that better, especially in the realm of not just reporting on what is happening, but also reporting on what could happen.  One way we’re doing this is by getting into AI — social listening and attribution.
 
MG:
How are you using these types of AI?
 
 
Mariah:
If you think consumers are only doing their research on your website, your wrong.  They’re talking about you and learning about you on and through all the many other channels out there.  Social listening gives us real time reporting on what people are saying about our brands — and not just the things that are occurring on your website.  Attribution data can be useful in tracking where people are coming from and to hear what they’re saying about us, and tracking how valuable each exchange is.  We can use that information to decide what that next email should be about.  If we’re seeing an upward spike in a particular topic based on social media listening, we can publish content relating to it.  This gets us in front of people who are looking for this type of content which will get them into a nurture stream that moves them toward conversion. 
 
I think attribution is a big thing.  It can help you with questions like: Where are people coming from?   Online or offline?  At what point are they engaging with your brand?   Where are they jumping into your website or social media platforms?   Where do conversions happen?  What do people do during the journey that can help you finesse your marketing messaging?  How can you deliver what they need and with an easier user experience?  Attribution allows you to see what’s happening and make changes to support what you want to happen.
 
MG:
Many B2B media executives are feeling overwhelmed by all the new technology needed in media today.  Do you have any advice for them?
 
Mariah:
I think there’s a general consensus among publishing groups that this is a dire time for us, a sink or swim thing.  But this is not a sad time.  This is a time for growth, for positivity. It is stretching our capacities and helping us see what our teams can do.  We need to empower people to try new ideas and come up with new plans. And it sounds kind of like a bunch of hippy mumbo jumbo, but this is the kind of stuff that companies like Apple are built on — something weird that some guy comes up with in his garage. We have to be open to things that we haven’t done or considered before and give some of them a real, serious try.
 
MG:
Thanks, Mariah!
 
We’ll hear more about content marketing from the customer’s mindset when Mariah presents at MediaGrowth Summit 20/20.

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